'The Ordinary' skincare is a line of anti-aging serums from Canadian beauty brand Deciem. While the serums offer all the benefits of top shelf beauty brands and anti-aging products, they set themselves apart through affordability. No product in The Ordinary skincare line costs more than $15, and many cost less than $10.
The Ordinary products have straightforward names that stay true to the no frills ethos of the skincare line. In fact, the products are simply named after their active ingredients: 'Advanced Retinoid 2%' or 'Niacinamide 10% + Zinc 1%,' for example.
The Ordinary bolsters its minimalist brand and affordable prices with its packaging. Each anti-aging product comes in a simple one ounce container, and the label has little more than the company's name and the ingredients listed in a bare Helvetica font.